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If you're not living under a rock, you must have seen one of your friends, relatives, or acquaintances doing weird antics before their mobile phones 📱. Despite their freaky shenanigans, they're raking in money 💰. Yes, you guessed it right. They are the Social Media Influencers. They can be found on all social media platforms, from Instagram to YouTube, making kooky dance videos on TikTok, sharing snaps, or expressing opinions on Twitter. Welcome to the world of Influencer Marketing. Businesses have discovered an effective advertising and marketing channel.
In this article, we'll be exploring the future of Influencer Marketing in 2023: outlook and best practices. Let's keep things brief and to the point so we don't get derailed from the topic.
Here are some quick facts about Influencer Marketing:
According to Influencer Marketing Hub, the global influencer marketing industry is expected to reach $21.1 Billion in 2023. Brands worldwide are considering allocating 40% of their marketing budget to influencer marketing. TikTok leads as the platform for influencer-created content, followed by Instagram, Facebook, and YouTube.
Trends and best practices for Influencer Marketing:
Let's sum up some key trends and practices to look forward to and implement in 2023. 📈
Authenticity and Transparency:
There is growing pressure on influencers and brands to be more transparent and authentic in their content. Besides being ethical, governments in many countries have made it compulsory for advertisers and publishers to explicitly mention sponsored content. Brands are now focusing on working with influencers who align with their values.
Micro-Influencers vs. Macro-Influencers:
Brands initially focused on celebrities and mega influencers due to their massive following and influence. However, they have recently shifted their attention and resources to mid and micro-influencers. This shift occurred because micro-influencers have a more tightly-knit community compared to the more heterogeneous following of celebrities and macro-influencers. Micro and nano-influencers may have a smaller audience but have highly engaged followers and often achieve a high conversion rate. Not to mention, they are more cost-effective. 💼💰
Diversification of Platforms:
According to a report, TikTok is the most attractive platform for influencer marketing (56%), followed by Instagram (51%). Facebook holds 42% and YouTube 38%. Brands are now utilizing various platforms instead of putting all their eggs in one basket. This approach allows them to tap into different market segments and achieve a better return on investment (ROI).
Long-term Partnerships:
Brands are now forging long-term commitments with influencers instead of short-term collaborations. Building long-term partnerships fosters trust and credibility with their audiences. Brands can strike more cost-effective deals, while influencers gain more stable income, resulting in a win-win situation for both parties.
Integration of AI and Virtual Influencers:
The year 2023 has witnessed the rise of Artificial Intelligence and virtual reality, and influencer marketing hasn't remained untouched by this trend. Different AI software has made it possible to create realistic avatars and CGI celebrities like Lu do Magalu, Lil Miquela, and Shudu. These CGI characters have already appeared in various campaigns, with renowned brands such as Ikea, Samsung, and Prada collaborating with them.
Inclusion and Diversity:
Another notable aspect of influencer strategy in 2023 is the push for more diversity and inclusion in influencer marketing. In the past, influencers from marginalized groups faced bullying and harassment on social media. However, more brands are now actively including marginalized communities in their advertising campaigns. Not only is this a humane and uplifting approach, but it also proves to be a financially sound strategy with high dividends.
The influencer marketing industry has come a long way in recent years. If you want to harness its vast potential, you need to develop a well-thought-out strategy that considers these trends. Authenticity and credibility are now at the forefront, AI is on the rise, the focus is shifting to micro and nano-influencers, and brands are opting for cross-channel marketing. Inclusion and diversity are key aspects of the Influencer Marketing strategy for 2023.
We hope you've gleaned some exciting facts and strategies from this piece of content. If you have anything to add, please feel free to reach out.
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